SFC Brand Guidelines

Welcome to SFC Plus. When

implementing our brand in any medium of

communication, it is necessary to observe

these guidelines to ensure coherency and

consistency across all touch points.

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SFC BRAND GUIDELINES VERSION 1.0 Oc tober 2014

IntroductIon

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01 BrAnd PlAtForM

1.1 Brand Platform 05

05 BAckground

5.1 Background Elements 24

02 BrAndMArk

2.1 Master Logo 072.2 Full Color 082.3 Spot Color 092.4 Web Color 102.5 Two Color 112.6 Single Color 122.7 Greyscale 132.8 Black & White 142.9 Colored Backgrounds 152.10 Clear Space 162.11 Misuses 17

03 tYPogrAPHY

3.1 English 193.2 Arabic 20

04 color

4.1 Primary Color Palette 22

tABle oF contents

i Introduction 02ii Table of Contents 03

06 APPlIcAtIons

6.1 Stationaries 266.2 Powerpoint Template 276.3 Email Signature 286.4 Packaging 296.5 External Signage 306.6 Traymat 316.7 Poster 32

6.8 Menu 336.9 Menu Board 346.10 Vehicle Branding 35


01 BrAnd PlAtForM

In a market populated with brands that all look the same, SFC Plus believes in breaking away from the ordinary. While the rest follow the norm, we pull out from the crowd to set our own standards. Through every element that makes up the SFC Plus brand, from our products to our services to our communication to our design, we offer something that’s different.

Daringly Different.

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BrAnd PlAtForM


02 BrAndMArk

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This is the SFC Plus brandmark.

The brandmark is a fundamental

representation of the brand’s identity and

it must never be altered in any way.

This master logo is the primary and

preferred format of the brandmark and

must be used wherever possible.

MAster logo

English Brandmark

Arabic Brandmark

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This is the 4-color CMYK alternative for

the SFC Plus brandmark. These color

formats must be used in the event when

the Pantone colors are not accesible for

use.

Full color

English Brandmark

Arabic Brandmark

M - 20 Y - 90

M - 100Y - 100

K - 100

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The SFC Plus brandmark uses Pantone

123C, Pantone 485C and Pantone Black.

sPot color

English Brandmark

Arabic Brandmark

Pantone123C

Pantone485C

Black

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When using the SFC Plus brandmark for

online/on-screen media applications,

these color formats must be used. We

have provided values for RGB as well

as HTML color formats. Please adhere

to these values and formats to keep

the brand’s identity consistent with

applications in other media.

weB color

English Brandmark

Arabic Brandmark

R - 253G - 200B - 47

HTMLD52B1E

HTMLD52B1E

HTML231F20

R - 213G - 43B - 30

R - 35G - 31B - 32

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In exceptional circumstances where

printing techniques, media or budget

restrict the usage of the full-color SFC Plus

brandmark, this two-color version can be

used. Here, we retain the SFC Plus Red

and Black. The colors for the brandmark

must be used only as shown here and they

cannot be replaced or redesignated ever.

This brandmark version must be used

sparingly and only where absolutely

necessary.

two color

English Brandmark

Arabic Brandmark

Pantone485C

Black

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This layout shows variations of the SFC

Plus brandmark with only one color. Here,

we retain only the SFC Plus Red. This

single-color version must used only as

shown here and cannot be alternated for

any other color.

This version of the brandmark must be

used only in special circumstances where

restrictions in media do not allow the full

or two color variations.

sIngle color

English Brandmark

Pantone485C

English Brandmark

Arabic Brandmark

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This layout shows variations of the

brandmark in greyscale when other

options are not possible.

This version of the brandmark must

be used sparingly and only in special

circumstances where no other variation is

possible.

greYscAle

English Brandmark

Arabic Brandmark

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This layout shows variations of the SFC

Plus brandmark in only black and white

colors.

This version of the brandmark must

be used sparingly and only in special

circumstances where no other variation is

possible.

BlAck & wHIte

English Brandmark

Arabic Brandmark

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colored BAckgrounds

The SFC Plus brandmark provides

versatility to be placed on several

backgrounds. However, white, red,

yellow, black and grey are the preferred

background colors for use.

The SFC brandmark should never be

placed on a disturbing background. Care

should be taken to make sure that it does

not interfere with the image. Always place

the logo in a clear area of the image

devoid of any subject matter.

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2X

xx

x x

2X

xx

x x

The brandmark is surrounded by an area

of mandatory clearspace. For SFC Plus,

the designated clearspace is determined

by the half the height of the brandmark.

This space should be kept clear of all

other graphic elements and typography

to maintain clarity and prominence for the

mark on all applications.

Shown here is a diagram of how the

clearspace has been created. This area

is a minimum and should be increased

wherever possible. The clearspace has

been built into the master artworks and

should be adhered to at all times. Using

smaller sizes for each will compromise the

readability of the brandmark.

The brandmark should be prominently

visible on all applications. To make sure

it is clear, legible and identifiable the

size of thr brandmakrk must be kept at a

minimum of 30 mm.

minimum size 30 mm

30 mm 30 mm

cleAr sPAce

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For consistent and accurate reproduction

always ensure that the brandmark

guidelines are adhered to. The master

artwork files must be used in their original

format at all times. Below are a few

examples of what not to do.

MIsuses

Do not skew or distort the brandmark.

Do not try to redraw or recreate the brand-mark, only use the master artwork files

Do not place the brandmark on imagery of insufficient contrast or cluttered areas.

Do not crop the brandmark.

Do not alter the colour of any of the brandmark.

Do not scale the brandmark disproportionately.


03 tYPogrAPHY

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The pots and pans at SFC Plus are always

brimming with innovation. As a brand that

stands out for radical ideas these English

typefaces are chosen to best represent its

identity.

Primary FontSFC Plus uses Supernova Regular as its

primary English font. The scriptual, bold

strokes and towering caps are oriented

towards a typographic approach that is

not only flexible but also distinct.

The usage ambit of this font must be

limited to headlines or body copy not less

than 30-point size.

secondary FontPF DinText Arabic is the secondary

English font for SFC Plus. It must used for

communication below 30-point size.

englIsH

The quick brown Fox

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!;:/?,.@•%&*()£\’<+>”©



Primary Font_ Supernova Regular

Secondary Font_ PF DinText Arabic

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Similarly, these Arabic typefaces

are chosen to represent the same

characteristics of flexibility and boldness.

They also work in harmony with the

English typefaces chosen.

Primary FontSFC Plus uses Nagham as its primary

Arabic font. The independent lettering in

tandem with smooth, confident strokes

speak aptly for the SFC Plus brand

identity.

The usage ambit of this font must be

limited to headlines or body copy not less

than 30-point size.

secondary FontPF DinText Arabic is the secondary

Arabic font for SFC Plus. It must used for

communication below 30-point size.

ArABIc

ا ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي()*&^%$£@!~-=\}{;/,.1234567890

ا ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي()*&^%$£@!~-=\}{;/,.1234567890

ا ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي)(*&^%$£@!~-=\}{;/,.1234567890

Primary Font_ Nagham

Secondary Font_ PF DinText Arabic


04 color

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SFC Plus is daringly different. And

that identity must be showcased in all

expressions of the brand.

Color is an integral part of the brand’s

identity. The Sunlight Yellow and Scarlet

Red manifest vibrancy and energy.

Laid together on Black, they make the

brand stand out amongst the market

competition.

Our three principal colors are found in

the SFC Plus Master Logo and are

displayed on the right. We have defined

the SFC Plus colors in various colour

formats with values beside each colour

swatch.

PrIMArY color PAlette

Pantone123C

Pantone485C

Black

Spot ColorPantone 123C

Process ColorM - 20Y - 90

RGB Color R: 253 G: 200 B: 47

HTMLD52B1E

Spot ColorPantone 485C

Process ColorM - 100Y - 100

RGB Color R: 213 G: 43 B: 30

HTMLD52B1E

Spot ColorBlack

Process ColorK - 100

RGB Color R: 35 G: 31 B: 32

HTML231F20


05 BAckground

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When using the SFC Plus brandmark

please use the any of the background

elements provided here.

These background elements can be

chosen as per the creative expression

or media availability in that specific

circumstance. Make sure to only use the

full-color Master Logo on the Texture or

Pattern background elements.

When using other Logo alternatives

ensure that the bacground color is

not more prominent than the SFC Plus

brandmark.

BAckground eleMents

TEXTURE

Wood

Pantone 123C

Slate

Pantone 485C

Food Illustrations

Black White

COLOR

PATTERN


06 APPlIcAtIons

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stAtIonArIes

P.O.Box 01234, Dubai, UAET 009714 123 4567 F 009714 123 4567

www.sfcgroup.com

June 30, 2014

Trenz Puca4321 First StreetAnytown, State ZIP

Dear Trenz,

Lorem ipsum dolor sit amet, ligula suspendisse nulla pretium, rhoncus tempor fermentum, enim integer

ad vestibulum volutpat. Nisl rhoncus turpis est, vel elit, congue wisi enim nunc ultricies sit, magna

tincidunt. Maecenas aliquam maecenas ligula nostra, accumsan taciti. Sociis mauris in integer, a dolor

netus non dui aliquet, sagittis felis sodales, dolor sociis mauris, vel eu libero cras. Faucibus at. Arcu

habitasse elementum est, ipsum purus pede porttitor class.

Ac dolor ac adipiscing amet bibendum nullam, lacus molestie ut libero nec, diam et, pharetra sodales,

feugiat ullamcorper id tempor id vitae. Mauris pretium aliquet, lectus tincidunt. Porttitor mollis

imperdiet libero senectus pulvinar. Etiam molestie mauris ligula laoreet, vehicula eleifend. Repellat orci

erat et, sem cum, ultricies sollicitudin amet eleifend dolor.

Consectetuer arcu ipsum ornare pellentesque vehicula, in vehicula diam, ornare magna erat felis wisi a

risus. Justo fermentum id. Malesuada eleifend, tortor molestie, a a vel et. Mauris at suspendisse, neque

aliquam faucibus adipiscing, vivamus in. Wisi mattis leo suscipit nec amet, nisl fermentum tempor ac a,

augue in eleifend in venenatis, cras sit id in vestibulum felis in, sed ligula.

Sincerely yours,

Urna Semper

BUSINESS CARDS

ENVELOPE

LETTERHEAD

P.O.Box 01234, Dubai, UAET 009714 123 4567 F 009714 123 4567E [email protected] www.sfcgroup.com

P.O.Box 01234, Dubai, UAET 009714 123 4567 F 009714 123 4567www.sfcgroup.com

M 009715 0123 4567E [email protected]

Managing Director

Ahmed

BADGE

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PowerPoInt teMPlAte

HOT PEPPONEW

Presenting the SFC Plus Classic Beef Burger,

stacked with juicy beef patties, the choicest

vegetables, flavour-dripping sauces and soft,

fresh buns.

Pure indulgence in every bite.

Presenting the SFC Plus

Classic Beef Burger,

stacked with juicy beef patties,

the choicest vegetables,

flavour-dripping sauces and

soft, fresh buns.

Pure indulgence in every bite.

Pans amsu hams ium impe

nonseque pa deriorio tem

HOT PEPPO

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eMAIl sIgnAture

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PAckAgIng

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eXternAl sIgnAge

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trAYMAt

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Poster

Presenting the SFC Plus Classic Beef Burger, stacked with juicy beef patties, the choicest vegetables, flavour-dripping sauces and soft, fresh buns. Pure indulgence in every bite.

There’s More than Meats the Eye

HOT PEPPONEW

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Menu

Chicken Burger Salad Pizza

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Menu BoArd

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VeHIcle BrAndIng

punchdesign.ae

Documents

SFC Brand Guidelines